From one end, there is the entrepreneur and son of the company’s 1948-founder Dino Pizzuti, Cesare Pizzuti, who joined Zeis Excelsa in Montegranaro back in ’75, while managing the company from a very young age. From the other end, is a family of footwear manufacturers known all over the world for their brand, Galizio Torresi. Together they have founded JAC srl, launching a new Made in Italy brand that is ready to revolutionise the market with a young and innovative style, and an eye aimed at the future. We spoke of this with Cesare Pizzuti, owner of JAC Srl.

How did the idea of launching a new brand come about in a moment that is certainly not easy for the fashion industry, which has been penalized by the outbreak of the pandemic?

Fashion is currently prey to a crisis of creativity and the repetition of the shapes on offer has become boring. Today, very few are willing to take risks, with the vast majority lining up to follow in the footsteps of those who have been successful with their risk-taking. JUST ANOTHER COPY wants to make a break with old patterns to arrive at a young and contemporary style. The business model is structured to be streamlined with just a few infrastructures, while reflecting a contemporary mood. At the same time, maximum attention is given over to critical key performance indicators and to investments that can easily be transformed into new revenue.

Just Another Copy: what are the origins behind this intriguing and original name?

JUST ANOTHER COPY means making a break with the past to arrive at a contemporary style.

Who is it aimed at? What are the targets and markets of reference?  

This first project of JAC is aimed at a young and mostly female public and it was created to break the rules and provoke, without however falling victim to trashiness. It’s meant to draw attention towards contents and symbols that are gratifying, and which can be shared. The individuals on whom the brand is focused are extremely familiar with communication, media, and digital technology and they use this technology to gather information, because it is precisely these channels that have taught them about the world. 

What characterises the product? How will consumers be conquered by this new brand?

JUST ANOTHER COPY would like to propose a product that is characterised by great attention and meticulous care with details and a use of soft materials and innovative, lightweight, and revolutionary outsoles, to create an extremely personal and urban-chic look. In this endeavour, the creative talents of JUST ANOTHER COPY would like to introduce a ‘wow factor’, by working on shapes and details to create a style that is easily identifiable when compared to other brands. The idea is to provoke, so individuals are encouraged to think for themselves and reflect upon the meaning of their actions. They are encouraged to be themselves without any kind of preconception and become part of an extended community where it is possible to make new contacts and share opportunities. The products are 100% Made in Italy, meaning that all phases of the shoe’s construction are done in production sites located throughout the Italian territory.

What will the FALL WINTER 2021 collection be like?

The collection has an underground spirit and an unmistakable style created to complete a look that is boldly feminine. There are four women’s lines (SAVAGE, BLAKE, AXEL and PLUM) and two men’s (SAVAGE and JASPER). The uppers are in leather with special finishes, and the outsoles, depending on the line they are destined for, are in rubber or EVA. The EVA outsoles with a higher thickness convey exceptional lightness to the footwear, introducing a relaxing and liberating mood that is especially important in a moment like the one we are currently experiencing that is particularly oppressive. The JUST ANOTHER COPY combat boots are modern and feature a bold design, without sacrificing comfort. The collection proposes not only combat boots, but also boots, derby shoes, double buckles, brogues, and Chelsea boots.

Are you planning any campaigns for the launching of the brand?

Every collection will have its own ambassador, a spokesperson in line with the personality of the brand. The face of the Fall Winter 2021 collection will be that of an extremely young fashion designer, who founded her own self-named fashion house. Hers is a sustainable fashion that is realised through the use of dead stock, using extremely high-quality fabrics that would have otherwise been disposed of by leading companies. Her aim is to avoid producing additional fabrics and reduce waste, by trying to preserve and maintain the environment in its original state. This celebrity endorser, like all the faces of the campaigns to come, is a young woman who faces life courageously with her head held high; she has a dream and the desire to make it come true.

If, as planned, trade fairs reopen with physical participation, in which editions will you be present?

We are thinking of participating, if possible, in the next edition of Pitti Uomo, which represents a global crossroads of trends and innovation in fashion and lifestyle.